Foxtale’s Beachfront Banter: Sunscreen Wars Spark Front‑Page Print Comic
Foxtale crashes Lakmé‑Derma Co feud with a witty print comic on Bombay Times’ front page, championing SPF 50 PA++++ as the sole heat‑busting hero.
Prakhar
In a cheeky twist on brand banter, D2C skincare startup Foxtale has unleashed a playful print comic on the front page of the Bombay Times, throwing shade at both Lakmé and Derma Co. by spotlighting its own SPF 50 PA++++ sunscreen. The comic positions the Sun itself as the ultimate sceptic, only to be outwitted by Foxtale’s sun‑blocking formula.
Boarding the Brand Feud
Lakmé and Derma Co. have been locked in a fierce marketing skirmish over efficacy claims. Rather than stay on the sidelines, Foxtale seized the moment to wade into the conversation with tongue‑in‑cheek humour. The four‑panel comic shows beachgoers slathered in Foxtale sunscreen giggling under the scorching sun, while an anthropomorphised Sun brandishes a sweat towel, utterly defeated by SPF 50 PA++++.
Print Media Meets Digital Savvy
Choosing print for this stunt was strategic: the surprise of a front‑page comic in a leading newspaper generated instant buzz, with readers photographing and sharing the panels across social platforms. Foxtale amplified the reaction online with a #SunSaysNo hashtag, prompting UGC as fans riffed on the Sun’s comic “defeat” and tagged their sunscreen fails.
Brand Banter, But Make It Sun‑Safe
The ad’s humorous dialogue, “I don’t care about marketing wars. Neither should your skin”, helps underscore a serious message: consumers shouldn’t get lost in claims, but instead look to solid SPF protection. Foxtale’s direct, no‑nonsense approach resonates with younger audiences tired of jargon and eager for straightforward efficacy.
Influencer Partnerships Extend the Punch
Following the print splash, Foxtale partnered with influencers like Jennifer Winget and Rohit Saraf to create short video comics reenacting the newspaper strip at iconic city landmarks. These playful reenactments set to sunset backdrops reiterated the importance of consistent sun protection while keeping engagement light and on‑brand.
Impact Beyond the Page
Beyond viral chatter, Foxtale reported a 20% uptick in sunscreen orders within 48 hours of the comic’s release. More importantly, Gallup‑style surveys showed increased awareness of SPF ratings among target demographics, highlighting how humour can drive real consumer education.
Final Thoughts
Foxtale’s print‑comic activation demonstrates that in today’s clashing brand narratives, a clever twist can cut through the noise. By literally drawing the Sun into the fight and putting SPF 50 PA++++ at centre stage, Foxtale combines witty storytelling with sun‑safety advocacy, showing that a little banter can go a long way toward healthier skin habits.
